TikTok has been named as one of the official sponsors of the Confederation of African Football (CAF) African Cup of Nations. The partnership will bring unmissable football content to fans, both on the continent and across the globe.
The agreement marks TikTok’s first major brand partnership in Africa and supports the continent’s most popular sport – football. Through this year-long sponsorship, TikTok will be supporting the TotalEnergies Africa Cup of Nations (AFCON), Africa’s biggest sporting event, kicking off in January 2022 in Cameroon.
The social media platform will also be a part of the action for the TotalEnergies CAF Champions League 2022 and the TotalEnergies CAF Women’s Africa Cup of Nations 2022 in Morocco.
The collaboration between TikTok and CAF will allow fans to celebrate the tournaments’ unforgettable moments together. With everything from pre & post-match content and highlights, to football-related challenges, TikTok will become a home for the spirit and passion of these iconic sporting events.
This partnership comes as TikTok cements its position as the perfect place for football fandom and culture across both men’s and women’s games, with the #football & #Soccer hashtags racking up an incredible 273 billion & 108 billion views to-date, respectively.
On the continent, #AfricanFootball with over 48.3 million views is proof that Africans continue to love football content on the platform, while creating great review content and participating in fun-filled challenges.
Boniswa Sidwaba, TikTok Content Operations Manager for Africa, said: “Fans on the African continent have not been able to come together to enjoy the beautiful game of football due to COVID-19 regulations. For us, this is also an opportunity to bring African football fans around the world together again, online, starting with the much anticipated TotalEnergies Africa Cup of Nations.
“As a proudly multicultural continent, Africa is beaming with creativity and talent. We see a lot of potentials to harness and cultivate creative football expression on our platform. We certainly look forward to inspiring fans to celebrate and participate in content unique to TikTok, in the most African way possible, providing great entertainment for the community.”
CAF General Secretary, Mr Veron Mosengo-Omba said: “We are truly delighted to have TikTok come on board as an official partner. Football content in Africa is in high demand and together with TikTok we are able to create and encourage the online community to engage in and create the type of content that will take both brands to new markets.
“We look forward to working with TikTok in creating true African football experiences for fans around the world, virtually. To us, this is not just about being a football federation but about continuing to be the single-biggest football entertainment producers in Africa, giving fans everywhere, world-class football experiences throughout the year.”